11. Regulation

1.11 Regulatory bodies, i.e.
Advertising Standards Authority (ASA)



Regulation issues

Cadbury Chocolate

For the Cadbury chocolate advert, the content stays within the ASA guidelines by being suitable for children and adults as it doesn't show in the advert that people are addicted at eating the chocolate. In the beginning of advert it only shows the main character taking a bite on the chocolate. Then throughout the ad it doesn't show the people having the chocolate.

I have a quote from ASA guidelines which clearly states 'Advertisements must avoid anything likely to condone or encourage poor nutritional habits or an unhealthy lifestyle, especially in children'. The Cadbury advert are clearly following this rule because it shows by just eating one bite of the chocolate you will have energy so it encourages people to not eat as much because its not needed.

Whereas if at 0:06 seconds the producers have shown that the main character had a lot of chocolates than it would've been a discomfort for the older audiences because they wouldn't want their children getting bad influence.



The print advertisement stays within the ASA guidelines as it states under rules 3.1 'Advertisements must not materially mislead or be likely to do so'. This means that the product shown in the print ad has the exact same packaging in stores. The outside of the product has a flexible packaging as shown in the print ad therefore you can get it in stores exactly shown.

I am going to evaluate on how both campaigns stay within the same guidelines by not showing a complete different product in stores as shown in both advertisements.




I am going to describe how the McDonalds advert stays within the ASA guidelines by being suitable for children and adults as it doesn't show the main characters physically fighting over the chicken strips. However it does show that one character doesn't share her food with the other character but this suggests that its too delicious to share so people will not take this wrong.

I have found a quote from the ASA guidelines which clearly states  'Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18'. The McDonalds advert clearly following this rule by showing that the characters do not share their food however it doesn't lead to anything physical.

If the producers for the advert had shown towards the end that they are fighting then it would have been a bad influence to the audience.


                       









The print advertisement stays within the ASA guidelines as it states under rules 3.3.1 'the main characteristics of the product or service'. This means that the product shown in the print ad will not be any different when shown in store. The way its presented shows how the inside and the outside is of the product so people know what to expect.

I am going to evaluate how both campaigns stay within the same guidelines by not misleading the product in both print and tv adverts.